Here’s what I do: I click on the “print friendly” version. No ads, no multiple pages to click through. It’s the full article, nice and clean. The same way you would have seen it in print (but without the ads).
Why do Websites for magazines and newspapers always make you click through multiple pages to read one article online?
Do you know one person who likes having to click the “next” button multiple times to read one article online?
Isn’t it terrible usability for the reader?
Why does the publishing industry do this?
It’s simply about pumping more banner ads and offers into your face. Nothing more, nothing less.
In traditional print, your reading is constantly interfered with pages of advertising (“this story continued on page 259”). It’s how the publishers make money and it’s based on the mass media culture we’ve all become accustomed to. We see the same format across all traditional media channels – TV, radio and print. It has been called the “interruption advertising model” – you can’t enjoy your content without some form of advertising interrupting the experience. Advertisers believe this be one of the more effective methods of getting their message across to the general public. Marketers will even interrupt your every day routine with messages (billboards on highways, ads in the subway, TV screens over the toilet and in elevators, etc…).
There’s nowhere Marketers won’t go to get your attention.
Is it possible that those two extra clicks of the mouse generate enough page impressions and banner ads served that it’s worth the frustration to their readers? The answer must be yes.
Read the entire post from Six Pixels of Separation – Marketing and Communications Insights Blog and Podcast – By Mitch Joel at Twist Image